Your business identity must consistently be clear to customers. In other words, your company must have a distinctive "DNA" that completely separates you from all of your competitors. Moreover, your individuality so established, must be very clear to your customers and potential customers.
If in all candidness, you find out that nothing truly sets you apart currently in the eyes of your customers and potential customers (supported by hard data), then you must create one and let it be seen.
Let your firm ask itself some important questions:
- Why should a potential customer choose you and not your competition?
- Why should your customer stay with you and not switch to your competitor?
- Why should some other firms' customers switch to your firm and not stick with their current providers?
Let's face it, most of the time, your products are the same as the competitor's down the street or with a similar web site. Your services are virtually the same. There's no much difference in your prices. Your hours are basically the same. And, if you run a brick and mortar business, your staff members are from the same community. So, what makes you different? Also, you may be wondering how your company can gain or continue to gain market share. To this end, your marketing and sales people may be seeking a better understanding of customers - their preferences and propensities - to maximize the profitability and longevity of valued relationships in spite of the business sharks with whom you continuously have to contend with.
Even though it is becoming increasingly harder to differentiate within almost all industries today, your general target should be to better manage your customers through the introduction of reliable systems, processes and procedures that clearly put you far apart from your rivals with pivots from three areas:
- Your service standards
- Your strategic leadership prowess
- Your competitive intelligence capabilities
Your strategies must truly be guided by a well-instituted, abundantly erudite and highly ethical intelligence process.
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